The world’s leading bourbon Jim Beam has scored an Australia first with the launch of a major new global brand positioning.
The campaign, From the Barrel to Bondi, created by ad agency The Works, features Jim Beam’s recent stunt of turning the iconic Bondi Icebergs pool in Sydney into the world’s largest Esky cooler. (see TVC below)
It's part of a multi-million dollar investment by Jim Beam and marks the first phase of the new global Jim Beam ‘make history’ positioning to be launched in Australia.
The spot starts in Kentucky at the Jim Beam Rackhouse, telling the story of how for the past 218 years Beam has been crafting the world’s number one bourbon.
It follows Jim Beam workers producing oversized Jim Beam cans, before continuing on the journey from the barrel to Bondi, with the TVC cutting to helicopters flying over Sydney carrying the giant cans which are then carefully placed into the massive cooler, measuring 36m by 15m, filled with approximately 2 million litres of water, at Bondi Icebergs.
Ray Noble, brand director, bourbon, at Beam said: “From the Barrel to Bondi is the largest brand communications campaign Jim Beam has launched in Australia. It reinforces the time, care and attention Beam spends crafting its bourbon as well as reinforcing its heritage and quality cues while also celebrating the fun and social aspect of Jim Beam our consumers’ love."
The campaign will launch during the ANZAC Day AFL clash between Essendon and Collingwood, as well as the NRL match between St George Illawarra and Sydney Roosters.
The 45-second spot will be aired nationally across free-to-air TV, pay TV, cinema and will also include online and outdoor executions.
Jim Beam sells a case of pre-mix cans every five seconds in Australia. One-in-ten spirits bought is Jim Beam and one-in-five pre-mix drinks is a can of Jim Beam.
Further Beam marketing initiatives will be rolled out in Australia throughout 2013 and into 2014.